Does Consumer Cosmopolitanism Influence the Purchase Intention toward Foreign Products? The Mediation of Materialism

Abstract

: Globalization and increased international trade have given rise to Indian consumers’ exposure to foreign products. The present study seeks to explore how consumer cosmopolitanism is linked to consumers’ intention to buy products from foreign origins. The research also aims to examine how materialism mediates the connection between consumer cosmopolitanism and their intention to make a purchase. Data was collected using a well-structured questionnaire established through the adoption of various standardized scales of the variables to be studied and demographic variables in Punjab. The analysis was done using the mediation model using the bootstrapping technique after considering various control variables through SPSS and AMOS software. Results of the study indicated significant positive relationship between cosmopolitanism, materialism and intentions toward foreign products. Also Materialism mediates the relationship between cosmopolitanism and purchase intentions.These findings shed light on the influence of consumer cosmopolitanism in emerging markets like India, where materialism may play a key role in translating global orientations into actual purchase behavior.